SEO is a broad and complicated digital marketing niche. Several factors determine the success of any SEO campaign, and managers are constantly required to measure and track these factors for proper planning and execution.
For many, it might be hard to keep track of all these factors, but in this piece, we will list some of the important ones that define your campaign. Read on;
This is perhaps the most critical metric on SEO. Organic traffic refers to all the visitors that come on your site or blog through the search engine results.
When you hire an SEO expert, one of their key objectives is to get people on your website, and from here, you implement measures that will prompt them to convert. It is good to check how many people visit your site regularly. If you have various landing pages, you can check the amount of organic traffic or the number of people visiting on these pages.
You can always break down your organic traffic into subsets such as the location most of it is coming from and which landing pages are receiving more people.
This is a metric that indicates the number of single-page sessions. In simple terms, it refers to the people who visited your site and left it without doing anything.
Bounce rates are critical since they can help you gauge the popularity and effectiveness of your pages. While a high bounce rate is not entirely a bad thing, it could be in some instances. It all goes down to the purpose of the page and what you expect one to do when they land on it.
A high bounce rate on a check out page is a bad thing compared to a similar frequency on a contact information page. A high rate on a blog is not bad since people can come, read, get the information they want and then leave, which is natural.
Pages per Session
This metric shows the number of pages a user visited for every single session. By average, a session can be set to 30 minutes though this can be adjusted. This helps to gauge the overall engagement of the visitors.
In some instances, a high ratio can allude to the fact that the user did not get what they were looking for. However, it is essential to go deep into this metric and study some of the paths people took when visiting the site.
Click through rate is a ratio of the clicks in relation to the impressions in the SERPs. In simple terms, it divides the number of people who view your site on the results page versus those who click your site. It is easy to forgo this metric as more people are focused on rankings.
The CTR is mostly dependent on your ranking on the result pages, but you can still play around with the URL and title tag to improve the CTR.
Domain and Page Authority
These are branded metrics and not definite in that they are used to gauge your site’s authority. They are measured in relation to the competition and helps you see how your page is likely to fare on against similar ones in that niche.
The metric is real-time, and having a bad score is not necessarily a bad thing since a massive gain by one of your competitors will automatically reduce your score.
If you are new to SEO, the first thing you would naturally want is seeing your pages rank first on the search engines. A page ranking first can bring you 20 visitors, and another in the fifth position brings 200 visitors.
Here, the second page is the most valuable one, a reason why you should never focus on individual rankings but overall SERP dominance.
This is a legacy metric that has been mentioned in the SEO field for a long time. Well, search result relevance has become more valuable and Google will still rank a page higher over relevance compared to speed.
However, note that page speed influences the user experience as a user is more likely to leave a page prematurely if the page takes a lot of time to load.
Some key SEO metrics have been discussed, and the secret to getting a campaign right is by constantly evaluating how the current measures are doing before knowing where to change and where to step up the efforts.